As brands and marketers continue to see the value in podcasting, there’s an increasing amount of data available to marketers about the world of on-demand audio. Luckily for you, we’ve compiled the most important statistics for any marketer to know!
Whether you’re already sold on podcasts as marketing tools or are still doing research, our roundup of podcast statistics can help you build your strategy, set KPIs, and provide an insightful look into the state of the industry.
Analytics and Demographics
The sweet spot for downloads is 250-500 an episode
Why it matters: Don’t get caught up in the numbers. The average number of downloads for high-income (those earning $50,000+ a year from their podcast) podcasters was between 250-500 an episode.
Podcast ratings increase and peak around 21-30 minutes
Why it matters: Podcasts have a great ability to keep listeners' attention for a longer period of time, however, there is a sweet spot. At this length, you can provide a sizable amount of information without dragging on for too long!
41% of the US Population has listened to a podcast on a monthly basis
Why it matters: Podcasts have the ability to reach a broad and diverse audience. However, don’t forget that you need to develop a target audience and niche! Trying to reach everyone means you’ll end up reaching no one.
50% of podcast listeners are between the ages of 12-34
Why it matters: Knowing your audience is one of the most important things a marketer can do. Podcasting is big with the younger generations, and it’s not going anywhere. 12-34 is a large range of ages though, so use your analytics to nail down your audience and create targeted content.
1 in 3 women in the US (18+) had listened to a podcast in the last month when surveyed in December 2022
Why it matters: This statistic is up 67% over the past five years. When podcasting first entered the scene, audiences tended to be primarily male.
The top podcast listening platform is Spotify
Why it matters: 25% of people in 2020 used Spotify to listen to podcasts, with Apple podcasts in a close second at 20%. However, this means that 55% of listeners are using other platforms. That’s why it’s crucial your podcast is available on all the major platforms.
59% of listeners prefer to listen at home
Why it matters: Knowing where your audience listens can help you tailor your content to suit them best. When people listen at home, they’re often doing so while multitasking. This information can help you decide a variety of factors such as length and when to include CTAs (call to action)!
If you get 30 downloads a month, you’re in the top 50% of podcasts
Why it matters: It can be far too easy to get caught up in the numbers. And while they’re essential, your goal should also be to build a loyal and engaged following!
41% of podcast listeners have a household income of $75,000 +
Why it matters: Podcast listeners have the disposable income to spend on goods and services advertised on podcasts. This is yet another reason to invest in podcasting as a marketing strategy.
Podcast Marketing and Advertising
Podcasts life brand awareness by 89%
Why it matters: Podcasts are marketing powerhouses. They enable brands to reach new audiences and increase their brand awareness and recognition by associating them with thought leadership and a well-produced product.
Podcast revenue is forecasted to reach $4 billion by 2024
Why it matters: Advertisers are also beginning to wake up to the power of podcasts as vehicles for reaching their target audiences. Partnerships and sponsorships have become a major part of the podcasting industry.
Podcast ad spending increased by 23% between Q3 and Q4 of 2022
Why it matters: Brands are continuing to invest in podcasting. Whether your brand wants to create your own podcast or advertise on them, now’s the time!
Why it matters: It can be hard to keep people’s attention and get them to listen to ads. Luckily with podcasts, people like to listen while multitasking, so often listen through ads, unlike YouTube where it's much easier to skip. In fact, engagement actually increased when audiences were listening as a secondary activity!
55% of listeners have made a purchase based on a podcast ad
Why it matters: Over half of listeners making a purchase is a great sign of a healthy ROI. Podcast listeners trust the hosts of their favourite shows, and take their recommendations seriously.
‘Ad Avoiders’ showed 22% higher engagement on podcast ads
Why it matters: Listeners who frequently skip ads on other platforms are far more likely to listen to podcast ads. Podcasting can be a great strategy for targeting hard-to-reach audiences.
Podcasts and Brands
63% of branded podcasts use an interview/discussion format
Why it matters: Interviewing thought leaders in the industry can boost your brand's authority in the space, and be beneficial for both your brand and your guest.
85% of companies capture video for their podcasts
Why it matters: Video and podcasting may seem like natural opposites, but video is actually a great way to support your podcast. Not only can you re-purpose video content for other channels, but you also reach audiences who may prefer visual content over audio.
65% of branded podcasts showrunners share short video clips at least once per week
Why it matters: Short-form video, either TikToks or YouTube Shorts, are becoming increasingly popular marketing methods. By capturing video when recording a podcast, brands give their marketing teams lots to work with when recycling the podcast into other mediums.
Listeners create an implicit association based on words they hear in a podcast
Why it matters: After listening to a branded podcast about innovation, there was a 6% raise in the number of respondents who described the brand as ‘innovative.’ Branded podcasts are effective strategies to increase authority and credibility.
90% of content marketers work on a podcast a week
Why it matters: Content marketers have the vital job of producing a wide array of content for a brand. Such a large percentage of them working on podcasts goes to show the popularity of the medium.
B2C Brands had a 95% higher average number of reviews than B2C
Why it matters: It's common that B2C brands go after larger audiences, while B2B brands target more specific and niche audiences. When you’re in a highly specialized niche, it can be more challenging to bring in reviews because the target audience is smaller. However, both categories have average reviews above 4.5 on Apple Podcasts.
Branded podcasts are here to stay
As a marketer, you know how fluid and face-paced content marketing can be. However- podcasts are here to stay. They are invaluable for increasing brand awareness, reaching new audiences, building trust and credibility, and becoming a thought leader in your industry.
There’s no time like the present for getting into the podcasting space, whether it's with a branded podcast or by advertising on topical shows.
Further reports to explore
- CoHost State of Branded Podcast Report 2022
- Edison Research the Infinite Dial Report 2022
- BBC Audio Activated Report
- CapSho State of Podcast Marketing Report
- Wistia State of Video Report
- The Future of Video Podcasting for Brands Report
- Podcast Advertising Benchmark Report